ANZAC Day jersey sets Ice apart

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With the 2015 AIHL season launching on the 100th anniversary of the ANZAC landing at Gallipoli, Newcastle, Canberra and Melbourne hosted opening day games and honoured those who have served in war for Australia.
 
However, the Melbourne Ice did something unique. They created a jersey specifically designed for the day.
 
Ice president Bernie O’Brien said that although it was difficult keeping it secret from fans, it was worth it to honour the ANZACs.
 
“When we found out in December that we were going to be hosting the season opener on ANZAC Day, our committee and community was unanimous in agreeing we had to mark the day with something special,” O’Brien said. “Many of the members of our Melbourne Ice family have served or serve, and we wanted to say thank you in a respectful and heartfelt way. So we brainstormed some ideas and one of them was commemorative jerseys.”
 
“Our jersey designer, Nigel Sherwin, came up with a khaki version of the jersey, with our traditional red highlights, and some other one-off ANZAC features. We kept it a secret because we wanted elements of the day to be a surprise for the fans. I feel it worked really well both visually on its own and in respect to aligning with the Soldier On brand.”
 
As the AIHL continued its community partnership with Soldier On, teams from around the country raised over $2 000 April 25^th. The Ice auctioned a jersey that sold for over $1 000.
 
The money from the auction and 5% of gate takings were donated to the ANZAC Day Proceeds Fund, which is run by the Department of Veterans Affairs in Victoria as is customary from sporting events held on ANZAC Day.
 
The AIHL are in the second year of its partnership with Soldier On and O’Brien said Melbourne Ice are keen to continue developing the relationship.
 
“It was a real honour to host three clients of Soldier On last weekend,” O’Brien said. “We invited one of them to perform the ceremonial puck drop and invited them to be photographed with the team in the room after the game. Then we sent them home with a commemorative khaki puck and an ANZAC Day jersey worn in the game by the player of their choice. We are very supportive of Soldier On’s Thank You for Your Service campaign and will continue to promote it. And we’d be delighted to host and honour their clients at any home game they wish to attend.”
 
Interestingly the khaki jerseys aren’t the first time that the Ice have worn commemorative jerseys. In the Canada Day Classic last June, the donned red jerseys.
 
With many other sports regularly creating commemorative jerseys, the Ice are the only AIHL team to have created jerseys for different events and have not ruled it out in the future.
 
“One of the main benefits [of a commemorative jersey] is the reaction we get from the fans,” O’Brien said. “They love a surprise and they love the opportunity to be able to get hold of something that is ‘limited edition’. It’s a bit intangible but we believe that making an effort on special occasions also helps bind the fans to the club more strongly, and deepens their sense of connectedness. And more widely, it is good for our brand awareness in the wider community.”
 
“As for whether we’ll do it again, we have no concrete plans. We have done this twice now, but there is a sense in which this only works if you do it infrequently. Sure there is a cost too, but really, the rareness of these jerseys being produced is what gives them value, and we’d like to maintain that. So we will continue to look for opportunities.”